Prudential to review pounds 25m direct marketing business

Prudential is conducting a review of its pounds 25 million direct

marketing business.



The savings and insurance giant is conducting the review through the

agency search consultancy The Haystack Group and is looking to

consolidate its roster. Prudential uses WWAV Rapp Collins, The

Interactive Agency and Perspectives Red Cell.



One agency source suggested that Prudential is looking to put the

business into one agency but may be forced to split it. Prudential is

looking outside its roster for agencies.



The review follows the appointment of TBWA/GGT to Prudential's pounds 5

million account for its Intermediary Business Unit.



The review includes all of Prudential's savings and investment products

but does not include direct marketing for the Egg brand. Lowe Live

handles the Egg account.



The bulk of the direct marketing account is handled by WWAV Rapp

Collins, which won its Prudential business less than three years ago.

Prudential hopes to bring together direct marketing for its general

insurance, life and pensions and financial services divisions.



The Prudential Assurance Company account, handled by Abbott Mead Vickers

BBDO, is not being reviewed.



Last year, Prudential spent pounds 3.3 million on direct mail with the

remainder of direct marketing spend going on inserts and direct response

press advertising.



The changes in agency arrangements follow a series of restructures at

Prudential, culminating in the merger of its pensions and retail

divisions to form life and pensions.



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